KNOXVILLE, Tenn., August 13, 2025 – adidas and the University of Tennessee have announced a one-of-a-kind partnership inspired by a mutual ambition to usher in a new era of Tennessee Athletics. Effective July 1, 2026, adidas will be the official footwear, uniform, apparel and sideline partner of UT Athletics.
Reuniting as partners for the first time since 2014, adidas and UT’s new 10-year agreement promises to uphold the rich traditions of the University of Tennessee’s athletic history while bringing new energy and industry-leading resources to the storied UT brand.
“Our mission is to build the premier athletics department in the country and to lead the way in college sports. Partnering with adidas is an ideal fit, as their mission is to be the best sports brand in the world,” said University of Tennessee Vice Chancellor/Director of Athletics Danny White. “There is no denying the resurgence of Tennessee Athletics, powered by the greatest fan base in all of sports. Our strong licensing numbers, impressive television ratings, and sold-out venues all reflect this. adidas recognized our potential and responded with one of the best apparel deals in the history of college sports, prioritizing Vol Nation and the Tennessee brand.”
“This partnership provides us with a significant advantage in the ever-evolving landscape of college sports. We take pride in our fan base and the competitive edge they offer us. We refuse to partner with someone who does not feel the same way.”
Under White, Tennessee Athletics has reestablished itself as one of the highest-performing college athletics programs in the country. For the past two consecutive school years, all 20 of Tennessee’s varsity sports teams reached the postseason — something no other Power Four school in the nation can claim. The remarkable success of Tennessee Athletics since White joined in 2021 has positioned the school as a flagship university among adidas’ substantial roster of partner universities.
“This marks an important moment for our organization as we reestablish our partnership with the University of Tennessee, who shares our commitment to providing student athletes and fans with best-in-class product and opportunities that not only elevate college athletics, but redefine the future of college sports,” said John Miller, adidas President, North America.
Leading in Name, Image and Likeness
In addition to providing top-tier footwear, apparel and equipment for training and competition, adidas and the University of Tennessee, which already boasts one of the premier NIL programs in the country, will offer unprecedented NIL opportunities for student-athletes across all 20 of the university’s varsity programs.
“The role of a college athletics sideline partner has changed dramatically in the 11 years since we last partnered with Tennessee Athletics,” said Chris McGuire, adidas Vice President of Sports Marketing, North America. “adidas is establishing a new standard for investment in NIL with this partnership that will sustain UT’s powerful athletics program as the university continues competing for championships for years to come.”
While partnered with adidas from 1995-2014, Tennessee Athletics enjoyed one of the most successful periods in its program’s history, including its most recent football national championship (1998) and back-to-back women’s basketball national championships (2007-2008). With UT’s return to the adidas family in 2026, the two sides will look to elevate Tennessee further as one of the country’s premier contenders for national championships.
“From my days rocking the orange and white to now leading on and off the court, adidas has always had my back with the best gear and support,” said Candace Parker, two-time national champ with the Lady Vols and adidas President of Women’s Basketball. “Seeing adidas link back up with Tennessee feels like coming full circle. I know this partnership is going to open a ton of doors for the next generation of Vols — and I couldn’t be more hype about it.”
Already, adidas is working to land NIL deals with Tennessee student-athletes during the 2025-2026 school year before the brand’s partnership with UT officially commences in July. Once the partnership begins, every Tennessee student-athlete will be eligible to participate in adidas’ wide-sweeping NIL Ambassador Network, which gives all student-athletes at adidas-partnered Division I schools the chance to benefit from their Name, Image and Likeness.
Elevating A History of Design Excellence
Few universities possess the iconic visual identity and culture that the University of Tennessee and its landmark Tennessee Creative team have established. When adidas’ partnership with UT becomes official in July 2026, the Tennessee Creative team will remain the primary driver of uniform design throughout the partnership. adidas will collaborate closely with Tennessee Creative, lending the brand’s design expertise and innovative products to elevate the signature look of the Tennessee Volunteers.
“From day one of these conversations, adidas has assured us that the existing design ethos of Tennessee Athletics is critically important to their ambitions for our brand,” said Alicia Longworth, University of Tennessee Deputy Athletics Director/Chief Marketing Officer. “We see immense potential in leveraging adidas’ legacy in culture and sport to further enhance the work of collegiate athletics’ most talented creative team.”
Supported by the brand’s superior gear, uniforms and more, adidas will bolster UT’s standing as the No. 1 school for licensed apparel sales nationwide by providing industry-leading apparel options for Tennessee’s devoted fanbase.
Beyond uniforms, adidas will unveil a broader collection of University of Tennessee fan apparel and footwear when the partnership officially commences next summer.
About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 62,000 people across the globe and generated sales of €23.7 billion in 2024. For more information, please visit www.adidas-Group.com.
About the University of Tennessee
Founded Sept. 10, 1794, in Knoxville, Tenn., as Blount College, the University of Tennessee began playing sports in 1891. Over the last century-plus, Tennessee has developed into one of the nation’s premier athletic departments. Home to the Volunteers and Lady Volunteers, all clad in the University’s distinguished and recognizable Big Orange, UT has produced 24 team national championships, nearly 200 individual national championships and well over 200 conference titles. Tennessee student-athletes excel not only in the competition venue, but also in the classroom and the community.
